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[[Image:Cognitive-dissonance.jpg|right|thumb|370px|A simple example of '''''cognitive dissonance''''']]
[[Image:Cognitive-dissonance.jpg|right|thumb|370px|A simple example of '''''cognitive dissonance''''']]
What is cognitive dissonance? Does it affect the followers of William Branham and, if so, what are its effects?
Cognitive dissonance is something that was first written about by Dr. Leon Festinger. The implications for those that follow William Branham is that they are becoming more fervent in their beliefs and behave more like a cult as a direct result of the work of this website and others like it.
 
 


=Definition=
=Definition=
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:''We have all experienced the futility of trying to change a strong conviction, especially if the convinced person has some investment in his belief. We are familiar with the variety of ingenious defenses with which people protect their convictions, managing to keep them unscathed through the most devastating attacks.
:''We have all experienced the futility of trying to change a strong conviction, especially if the convinced person has some investment in his belief. We are familiar with the variety of ingenious defenses with which people protect their convictions, managing to keep them unscathed through the most devastating attacks.


:''But man's resourcefulness goes beyond simply protecting a belief.  Suppose an individual believes something with his whole heart; suppose further that he has a commitment to this belief and he has taken irrevocable actions because of it; finally, suppose that he is presented with evidence, unequivocal and undeniable evidence, that his belief is wrong: '''what will happen?'''  The individual will frequently emerge, not only unshaken, but even more convinced of the truth of his beliefs than ever before. Indeed, he may even show a new fervor for convincing and converting other people to his view. <ref>Festinger, Leon; Henry W. Riecken, Stanley Schachter (1956). ''When Prophecy Fails: A Social and Psychological Study of a Modern Group that Predicted the Destruction of the World.'' University of Minnesota Press. ISBN 1-59147-727-1.</ref>
:''But man's resourcefulness goes beyond simply protecting a belief.  Suppose an individual believes something with his whole heart; suppose further that he has a commitment to this belief and he has taken irrevocable actions because of it; finally, suppose that he is presented with evidence, unequivocal and undeniable evidence, that his belief is wrong: '''what will happen?'''  The individual will frequently emerge, not only unshaken but even more convinced of the truth of his beliefs than ever before. Indeed, he may even show a new fervor for convincing and converting other people to his view. <ref>Festinger, Leon; Henry W. Riecken, Stanley Schachter (1956). ''When Prophecy Fails: A Social and Psychological Study of a Modern Group that Predicted the Destruction of the World.'' University of Minnesota Press. ISBN 1-59147-727-1.</ref>




'''Cognitive dissonance''' is a term used in psychology to describe the feeling of discomfort when one is confronted with facts or information that is in conflict with a firmly held belief.  In a '''state of dissonance''', people may sometimes feel "disequilibrium": '''frustration, nausea, dread, guilt, anger, embarrassment, anxiety, etc.'''<ref>[http://en.wikipedia.org/wiki/Cognitive_dissonance Cognitive Dissonance - Wikipedia]</ref>
'''Cognitive dissonance''' is a term used in psychology to describe the feeling of discomfort when one is confronted with facts or information that is in conflict with a firmly held belief.  In a '''state of dissonance''', people may sometimes feel "disequilibrium": '''frustration, nausea, dread, guilt, anger, embarrassment, anxiety, etc.'''<ref>[http://en.wikipedia.org/wiki/Cognitive_dissonance Cognitive Dissonance - Wikipedia]</ref>


In the 1950's, Leon Festinger proposed the theory of cognitive dissonance.  Festinger observed that when a person held a belief that was later disproved, the individual held the belief more strongly afterward.
In the 1950s, Leon Festinger proposed the theory of cognitive dissonance.  Festinger observed that when a person held a belief that was later disproved, the individual held the belief more strongly afterward.


Cognitive dissonance theory is simple.  An individual holds beliefs or cognitions that do not fit with each other (e.g., I believe that William Branham is a prophet '''and''' some of William Branham's visions failed).  Conflicting beliefs give rise to dissonance, a state of anxiety that the individual is motivated to reduce or at least not increase.  The mental distress causes changes in the individual’s behavior (e.g. leaving the message) or beliefs (e.g., the evidence of failed visions are fabricated lies) or limits exposure to the negative information (stops reading this website).
Cognitive dissonance theory is simple.  An individual holds beliefs or cognitions that do not fit with each other (e.g., I believe that William Branham is a prophet '''and''' some of William Branham's visions failed).  Conflicting beliefs give rise to dissonance, a state of anxiety that the individual is motivated to reduce or at least not increase.  The mental distress causes changes in the individual’s behavior (e.g. leaving the message) or beliefs (e.g., the evidence of failed visions are fabricated lies) or limits exposure to the negative information (stops reading this website).
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Most people will avoid situations or information sources that give rise to feelings of uneasiness, or dissonance.  If this uneasiness is not reduced by changing one's belief, the dissonance can be resolved by '''misperception, rejection or refutation''' of the information, '''seeking support from others who share the alternative beliefs''', and '''attempting to persuade others'''.
Most people will avoid situations or information sources that give rise to feelings of uneasiness, or dissonance.  If this uneasiness is not reduced by changing one's belief, the dissonance can be resolved by '''misperception, rejection or refutation''' of the information, '''seeking support from others who share the alternative beliefs''', and '''attempting to persuade others'''.


Cognitive dissonance leads people to '''accept any information that affirms their already established opinions''', rather than referencing material that contradicts them.  For example, a person who is politically conservative will only read newspapers and watch news commentary that is from conservative news sources. This bias appears to be particularly apparent when faced with deeply held beliefs, i.e., when a person has 'high commitment' to his or her attitudes.  
Cognitive dissonance leads people to '''accept any information that affirms their already established opinions''', rather than referencing material that contradicts them.  For example, a person who is politically conservative will only read newspapers and watch news commentary that is from conservative news sources. This bias appears to be particularly apparent when faced with deeply held beliefs, i.e. when a person has 'high commitment' to his or her attitudes.  


The process of attempting to eliminate cognitive dissonance is referred to as '''''dissonance reduction'''''.  Many Message Believers deal with the dissonance created by William Branham's failed prophecies by avoiding websites like this.  A number of Message Ministers have supported this approach by preaching that members of their churches should avoid the internet altogether.   
The process of attempting to eliminate cognitive dissonance is referred to as '''''dissonance reduction'''''.  Many Message Believers deal with the dissonance created by William Branham's failed prophecies by avoiding websites like this.  A number of Message Ministers have supported this approach by preaching that members of their churches should avoid the internet altogether.   
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Smoking is a common example of cognitive dissonance because it is widely accepted that cigarettes can cause lung cancer, and smokers must reconcile their habit with the desire to live long and healthy lives. In terms of the cognitive dissonance theory, the desire to live a long life is dissonant with the activity of doing something that is likely to shorten one's life.
Smoking is a common example of cognitive dissonance because it is widely accepted that cigarettes can cause lung cancer, and smokers must reconcile their habit with the desire to live long and healthy lives. In terms of the cognitive dissonance theory, the desire to live a long life is dissonant with the activity of doing something that is likely to shorten one's life.


Smokers may alter their belief about the dangers of smoking by telling themselves that they "''know a 70 year old man who has smoked since he was a teenager and is still very healthy''".  Or a person could believe that smoking keeps one from gaining weight, which would also be unhealthy.
Smokers may alter their belief about the dangers of smoking by telling themselves that they "''know a 70-year-old man who has smoked since he was a teenager and is still very healthy''".  Or a person could believe that smoking keeps one from gaining weight, which would also be unhealthy.


Other smokers just don't read anything about the dangers of smoking, so that they don't have to think about the negative consequences of their decision to smoke.  That is one of the reasons that some governments require warning labels to be printed on all cigarette packaging.
Other smokers just don't read anything about the dangers of smoking, so that they don't have to think about the negative consequences of their decision to smoke.  That is one of the reasons that some governments require warning labels to be printed on all cigarette packaging.
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#The belief that '''William Branham is a prophet of God is held with deep conviction''' and, in most cases, creates '''a significant change in the life style of message believers'''.   
#The belief that '''William Branham is a prophet of God is held with deep conviction''' and, in most cases, creates '''a significant change in the life style of message believers'''.   
#Following the "message" generally involves a '''significant personal commitment'''. This will also often involve significant confrontation with family members and close friends and a '''deep separation''' from these people.  '''For women, it generally involves a complete change in dress and hairstyle''' that is obvious to friends and relatives.
#Following the "message" generally involves a '''significant personal commitment'''. This will also often involve significant confrontation with family members and close friends and a '''deep separation''' from these people.  '''For women, it generally involves a complete change in dress and hairstyle''' that is obvious to friends and relatives.
#The '''beliefs held by message believers about William Branham are very specific''' with respect to his prophecies and general credibility.  Sufficient evidence to unequivocally refute belief in William Branham have been presented on this website.
#The '''beliefs held by message believers about William Branham are very specific''' with respect to his prophecies and general credibility.  Sufficient evidence to unequivocally refute belief in William Branham has been presented on this website.
##It has been shown conclusively that all of '''William Branham's prophecies were "after the fact"'''.  
##It has been shown conclusively that all of '''William Branham's prophecies were "after the fact"'''.  
##It has been proved that the few "before the fact" '''prophecies that he made all failed'''.
##It has been proved that the few "before the fact" '''prophecies that he made all failed'''.